I was shopping for a breast pump for my wife and used the google shopping app to find out the cheapest place that was nearby. I travelled twelve miles to Northwich as Boots online stated the breast pump was in stock. When I went in to the store I discovered that the pump was £100 rather than £70.39 as advertised online. I asked the assistant manager why there was a difference. He was at a loss to explain and suggested that there were more generous incentives for online purchases. It turns out that there is small print below the price stating that prices may vary in different stores. I explained to the employee that I could buy the same pump that I was holding in my hand for £30 cheaper and pick it up for free in the store in the morning. He understood my position/ predicament and was at a loss to explain why this was a sensible, modern and fair way for Boots to conduct business. I decided to wait 13 hours and purchase the pump online to collect the following day. Very disappointed and angry with Boots. I feel really sorry for grandparents who might buy this item in store for £30 more simply because they don't use the internet to shop. I'm also really angry at my wasted journey and the fact that I had to debate this matter with someone who clearly understood that the customer, in this instance, was right. Poor show Boots - you should be ashamed.